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Creativity from Business Perspective

Creativity from Business Perspective. RADEK ŠPICAR EXTERNAL AFFAIRS DIRECTOR ŠKODA AUTO, a.s. PRAGUE 03 / 27 / 2009. 2009 - Year of creativity and innovation. G ood choice Future competitiveness Made in … vs I nvented in … Significancy of ideas and originality

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Creativity from Business Perspective

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  1. Creativity from Business Perspective RADEK ŠPICAR EXTERNAL AFFAIRS DIRECTOR ŠKODA AUTO, a.s. PRAGUE03/27/2009

  2. 2009 - Year of creativity and innovation • Good choice • Future competitiveness • Made in… vs Invented in… • Significancy of ideas and originality • New rising stars (Research investments growth in China 25% annualy) • Financial crisis and economic recession • Need to be creative and innovative • Innovation and Creativity as „sine qua non“ for future winners

  3. OBSTACLES in education Character and quality of secondary education • No enterpreneurial skills • No soft skills and creativity traditional teaching approaches based on direct instruction or lecturing are no longer adequate Character and quality of tertiary education • Low popularity of technicalsubjects • Too much specialization- degree dictatorship • Lack of practitioners, too theoretical persisting isolation of universities from companies is no longer sustainable

  4. CASE STUDY: ŠKODA AUTO BASIC FACTS: • Biggest private company in the Czech Republic • Over 26.000 employees worldwide (CZ, Ukraine, Russia, Kazakhstan, India, China) • Over 100 markets • Biggest R&D private investor in the Czech Republic: - approx. 1700 employees - annual costs 230 mio EUR - design awards winner Skoda Joyster: National Design Award Winner 2007

  5. CASE STUDY: ŠKODA AUTO ŠKODA AUTO &universities: • Cooperation with 5 biggest technical universities from the whole country • Positive role of structural funds ŠKODA AUTO & Academy of Arts, Architecture and Design in Prague • Strange bedfellows: Industrial company and Arts school • Beginning: Clash of civilizations • Cooperation in technological/design centre • Now very successful: win-win situation

  6. CASE STUDY: ŠKODA AUTO Project Fit 2Age: • International project aimed at specific needs of older drivers • Students brought optimism into the solution – not only various aids for elderly people, but also aim at grandchildren, pets, hobbies – simply their whole life • Results will be used in designing concrete measures in new cars

  7. THANK YOU FOR YOUR ATTENTION. Radek Špicar radek.spicar@skoda-auto.cz

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